Translation Mechanisms of International Market Shaping: The Transformation of the St. Petersburg Bread Market from 1997–2007

ABSTRACTThere is a need to understand how indigenous markets transform following foreign entry. We refer to this transformation as international market shaping—the progression of a set of cross-border activities that contribute to changes in economic exchange. Building on the markets-as-practice literature and an explorative longitudinal single-case study conducted in the St. Petersburg bread market (1997–2007), we study international market-shaping mechanisms that translate a foreign company’s idea of a market into market practices. We contribute to the literature by identifying four translation mechanisms of international market shaping: advice, demonstration, requirements, and management mobility.